If Reuters was to set out tomorrow in search of an individual who
personifies the internationalism of its brand, hell would be in danger
of freezing over before it found someone as suitable as Eva
Born and raised in San Diego, California, of German parents, Zaeschmar
moved to Europe after graduating and has since lived in France, Germany,
Switzerland, Italy and the UK, picking up four languages along the
She first worked for Pan Am, then took an MBA before joining Reuters in
1991. For the past year, she has lived in London, from where she is
masterminding Reuters’ first global branding campaign.
The advertising push, which breaks in the UK this week and will roll out
across the Americas and the Far East during the year, is just the latest
phase in a programme the likeable 35-year-old has been working on since
1994 when she took the job of corporate identity and advertising
manager, based at the time in Geneva.
The appointment necessitated Zaeschmar living apart from her German
husband for three years before her move to London.
During her time in Geneva, Zaeschmar completed the first phase of the
exercise for which she was hired, delivering a new corporate identity in
1996. She also appointed BMP DDB in June last year.
BMP put its top people on the business - press ads have been created by
the executive creative director, Tony Cox, and joint head of art, Mark
Reddy - so, perhaps unsurprisingly, Zaeschmar loves the agency.
The work will, she hopes, help broaden the appeal of the Reuters brand
beyond its trading floor heartland, in keeping with product innovations
such as the Business Briefing and internet services. It’s an aggressive
push for growth, rather than an attempt to defend Reuters against
Should Zaeschmar need some early, unofficial reaction to the campaign,
she has a member of the Reuters target market close to hand - her
husband, with whom she’s been living again since the move to London, is